July Trade Update
Here's a roundup of our latest news
03 August 2022
Shoulder month campaign
We might be in the height of the summer season, but our attention has now turned to the shoulder month campaigns, which go live this month.
Alongside publications we regularly feature in (The Telegraph, BBC Good Food etc) we are trialling new publications to get in front of the new younger target audiences, including Heat, GQ and Esquire.
Our print, social media and digital display advertising continues, and we have some exciting digital partnerships with Conde Nast and the Evening Standard coming up to promote our shoulder months, opening up our wellness and outdoor offering in particular to a new and relevant audience.
Read more about this campaign here: Shoulder Month Campaign | Guernsey Trade Media
We are now working on a detailed marketing plan for 2023, which we will share with you in the coming months.
Coverage in July
Traffic to the VisitGuernsey website from the London region was up almost 10% during July, compared to June, when we included an additional reactive cross track campaign that ran on the London Underground.
It’s been another busy month for the team, with so much activity and opportunities to benefit from. We distributed four press releases this month, available here. Some coverage highlights included Love Our Wedding, Wedding Ideas, The Times, The Telegraph, The Independent and The I - Online.
July was a fantastic month for Guernsey on the world’s stage, giving us the chance to proactively and reactively pitch Guernsey as a holiday destination to new audiences across various media. Read the blog to find out more.
TV historian Dan Snow returned to the Islands in July, to complete a VisitGuernsey partnership with the Islands that began before Covid. Dan’s team will produce five video edits covering Wild Swimming, Coasteering, Island Hopping and History, which he will share on his own channels, History Hit subscription service and we’ll use to promote these themes.
While Dan was here he also followed lots of our cliff paths around the Island using the VisitGuernsey app, which he thought was a fantastic tool for visitors. Have you downloaded the App yet? It’s the best resource to recommend to your guests if they want to explore the Islands on foot. If you would like leaflets or posters promoting the App, please get in touch and we can arrange to have those delivered to you. Find out more, including how to download it for FREE, here.
Read more about Dan's trip here.
Increase in traffic to the VisitGuernsey trade and media site
Traffic to the VisitGuernsey trade and media site increased, month on month, by 38% in June (compared to May) and 12% in July (compared to June).
We continue to make improvements to the site, posting all the latest news and useful information. We are now adding the press releases that we are putting out each month to the site which may be useful for you when you are communicating with your guests and potential visitors.
Thank you for continuing to engage with us and, as ever, we are here if you need support.
Don't forget - when you are posting on your own social media accounts don't forget to add #ThatIslandFeeling!
Keep up to date with all the news at: https://guernseytrademedia.com/
Latest Occupancy Results
We had 70 respondents for July, and the occupancy data we have from those who have submitted that data to us tells us that the actual occupancy average for the month was 82%, a 5% increase on what was predicted at the beginning of the month.
Many thanks for taking the time to fill out the monthly Occupancy Survey that we send out, and to also further update us at the end of the month. This information really does help us shape and adapt the main campaigns that run throughout the year and those shorter, responsive ones that run in addition.
Reciprocal Health Agreement
The States of Guernsey has unanimously agreed a new Reciprocal Health Arrangement between Bailiwick of Guernsey and UK.
The Policy & Resources Committee (P&R) have been negotiating the proposed new Reciprocal Health Arrangement (RHA) with the UK’s Department of Health & Social Care (UK DHSC) enabling residents from each jurisdiction to access medically necessary healthcare free of charge whilst they are visiting the other jurisdiction. Following the States approval last month (July), final agreement with the UK will take place later this year with the expectation that the agreement will be in place from January 2023.
This will be available Bailiwick-wide so that all Bailiwick residents can benefit from the RHA when visiting the UK. It will also enable UK visitors to access healthcare required during a trip to the Bailiwick, whichever island they visit.
Throughout the rest of this year, there are a number of events that we are supporting with campaigns, to reach both our traditional and niche audiences. Among those are Channel Islands Pride and the Autumn Walking Festival.
In 2020, Guernsey was one of the only places in the World to host a Pride event, and we continue to build on the positive coverage that gave us.
We are working closely with Liberate to support and promote Pride 2022. There is a dedicated landing page, media releases to the UK and French media, Pride event website listings, social media and an official Guernsey Pride Package Offer (including Pride event tickets, accommodation and flights / ferry travel).
With a star studded line up featuring RuPaul's Drag Race UK stars and winner plus Radio 1 DJ Dean McCoullogh, pool party and top secret afterparty, this is set to be one of the best Guernsey Prides yet.
Read more and find out how you can benefit.
Later in the month, sees the return on the Autumn Walking Festival. This popular bi-annual event takes place from the 17 Sept to 2 Oct, all the walks can be viewed on our website where a guide can also be downloaded. You will be receiving printed copies of the guide, please get in touch if you would like some more
As always, we are on hand to help and support in any way we can, so if there is anything that we can help with, please do get in touch.
With thanks, the VisitGuernsey team..